Banco Popular de Puerto Rico

The disease could lead to less lending business and more loan defaults; Sergio Ermotti will join the insurance company as chairman in 2021.

AI-driven search is rewriting how buyers find answers, and it's forcing a major change in how we think about inbound.

The decline of traditional search marketing is becoming impossible to ignore. Not long ago, a robust SEO strategy served as the backbone of inbound lead generation, supplying a steady flow of site visitors and form fills. But as AI-driven search evolves, many businesses now watch their organic traffic vanish—sometimes dramatically—because search engines are surfacing direct answers or relying on large language models (LLMs) to summarize content, causing fewer clicks to reach content-rich websites and publishers.

For years, creating a standout piece of B2B content was already challenging enough. Now, with AI tools churning out articles, social posts, and even entire white papers in minutes, the market is swamped with new content every day. Buyers and senior decision-makers rarely have the time—or the patience—to sift through it all. In an AI-flooded world, any veneer of "quality" can seem suspect if readers sense it might be auto-generated.

In this market, everyone wants leads to turn into sales even faster. But smart companies know that when spending slows, establishing a relationship is even more important than in boom times—and know that investing in content .

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